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Customer First: Understanding Customers

In: Service Management

Author

Listed:
  • John R. Bryson

    (The University of Birmingham)

  • Jon Sundbo

    (Roskilde University)

  • Lars Fuglsang

    (Roskilde University)

  • Peter Daniels

    (The University of Birmingham)

Abstract

Customers play a critical role in all businesses, but for services, and the scientific understanding of service businesses, customers are especially important. In this chapter, the service encounter is considered from the perspective of customers including a focus on: ‘what creates customer satisfaction?’ and ‘what do customers want, and why?’ To explore these questions requires a discussion and review of customer lifestyles, preferences or values. Value-in-use needs to be explored in all service transactions, but this value varies between individual consumers and is difficult to measure and evaluate. Value-in-use for service customers is created in the service encounter. Customers’ assessment of the delivered service depends on their beforehand expectations. Service firms have two types of customers: business-to-business (B&B) and business-to-consumers (B-to-C). Each type is very different, and these differences are reflected in the service encounter and in the marketing of services.

Suggested Citation

  • John R. Bryson & Jon Sundbo & Lars Fuglsang & Peter Daniels, 2020. "Customer First: Understanding Customers," Springer Books, in: Service Management, edition 1, chapter 8, pages 147-163, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-52060-1_8
    DOI: 10.1007/978-3-030-52060-1_8
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